The Stay a Hero campaign unveiled this week by the Sussex Safer Roads Partnership brings together the same creatives who made the Embrace Life seatbelt commercial that racked up 13.7 million views and was last year's Youtube commercial of the year. In addition to the commercial below, an online publication, Sussex Biker, was released which has information pertinent to those riding in Sussex, but also some great general safety advice as well. Ducati has endorsed the partnership and will be supporting the Stay a hero, Stay Safe campaign at dealerships throughout the UK.

Producer Sarah Alexander said: “There are very few adverts out which speak directly to bikers, we are hoping that ‘Stay a Hero’ might fill in some of that gap. Rather than using fear and gore tactics we have tried to remind bikers of how great it is to ride while at the same time reminding them who they are going home to and why they need to stay safe. We are hoping the message will save lives this summer."

Daniel Cox, the writer and creator of the commercial added: “The film looks to remind bikers to ride safely for both themselves and their loved ones, and that they can inspire the next generation to ride skillfully and safely. Coming from a family of motorcyclists I hope the film illustrates the important contribution bikers make as role models and how their actions and approach to riding can directly influence those who look up to them.”

I was out riding a couple weeks ago and a little boy, who couldn't have been more than 3, was absolutely enthralled by my motorcycle. He stood patiently (and his dad let him) and watched me put on each piece of my gear, pull the bike off the curb and ride away. He kind of made me feel like a hero and I'm glad he didn't watch me ride away in a tank-top and shorts.